ABSTRACT
Consumer behavior at the point of purchase is influenced by out-ofstore, memory-based factors (e.g., brand preferences) and by in-store, attention-based factors (e.g., shelf position and number of facings). In today’s cluttered retail environments, creating memory-based consumer pull is not enough; marketers must also create “visual lift” for their brands-that is, incremental consideration caused by in-store visual attention. The problem is that it is currently impossible to precisely measure visual lift. Surveys can easily be conducted to compare prestore intentions and poststore choices but they do not measure attention. They cannot therefore tell whether ineffective in-store marketing was due to a poor attention-getting ability-“unseen and hence unsold”—or to a poor visual lift-“seen yet still unsold.”
